6 Association Content Trends to Watch in 2019
One of the best ways to ensure the ongoing effectiveness of your organization’s content strategy is to keep it fresh. Your marketing team should be always exploring and testing new approaches—not only to the topics you cover, but also to the format in which intelligence and information is delivered to your audience.
With that in mind, here are six association content trends to keep an eye on in 2019, and to consider integrating into your ever-evolving strategy:
In an era of selfies and digital influencers, podcasts could be one way to better engage millennial targets—and publishing podcasts is easier than ever before. Podcasts allow for an ongoing dialogue and can engage multiple contributors like members, industry thought leaders and conference speakers. Consider hosting Q&A sessions, interviews, or covering your events and conferences via podcast.
Studies expect video to account for 80 percent of total internet traffic by 2019. Video content is an opportunity to foster engagement and educate your audience in a way that can’t be done with written content. And videos are easy for your readers to share with their own networks. In 2019, expect live video to be a top trend. Something as simple as a member or volunteer sharing an insight or reacting to a news item is a good place to start.
AI and machine learning algorithms have the potential to transform how content is curated and customized by interpreting data to understand the content users find most valuable, then tailoring newsfeeds to boost engagement. That kind of approach could prove a valuable complement to associations’ efforts to provide unique thought-leadership content from members and other experts.
While not new in 2019, SEO is always evolving. With the increase usage of voice-activated assistants like Amazon Echo, it’s important to keep in mind how voice search identifies relevant content. Use conversational tones and full-sentence questions for better results.
The great benefit of associations is that they’re usually focused on a very niche industry or topic, making them essential resources for industry trends, news and intelligence. In the era of “fake news,” associations can stand out by using content to educate and inform versus sell, building a level of trust that’s critical to the audience. And don’t forget to identify sponsored or partner content so members know there are other influences involved.
With the rise of video and podcasts, bite-size content is critical. Be sure your association is choosing the right content vehicle depending on your content length. Online content hubs are on the rise because they provide one central place for members and stakeholders digest content in brief chunks and in various formats: articles, videos, infographics, lists, Q&As, images, animations and more.
SmithBucklin Content helps you position your organization as an authoritative source of timely, relevant, comprehensive and engaging industry intelligence. Contact us to learn about partnering with SmithBucklin Content to create a customized content strategy for your organization.